sea

Beauty brands are searching for the next blockbuster K-beauty product. Here’s why one contender — cushion foundation compacts — may be headed to a Sephora near you. 

Check out this week’s new partners and openings on BoF Careers, the global marketplace for fashion talent.

Frustrated by the rising costs of ads and declining reach, some fashion brands are re-allocating their marketing budgets.

Gel creams and sheet masks were once unknown to US consumers but are now fixtures at Sephora and CVS. As new competitors pile into this fast-growing market, K-beauty’s original boosters are finding new ways to maintain their edge.

Korean beauty is transcending its cult of cute, riding a wave of remarkable innovation. Will it last, asks Sarah Brown, and what does it mean for the industry’s established superpowers?